Assassin’s Creed taps franchise veterans as Ubisoft looks to win fans back

After years of mixed reception and shifting creative direction, Ubisoft is turning to familiar faces to bring the Assassin’s Creed franchise back to its glory days. 

Ubisoft subsidiary Vantage Studios has appointed three longtime series veterans to lead the brand into its next chapter, signaling a renewed focus on identity, consistency, and long-term vision. According to the company blog, Martin Schelling has been named Head of Assassin’s Creed Brand, overseeing overall strategy and long-term direction. He previously played key roles on some of the franchise’s most defining entries, including Revelations, Black Flag, Origins, and Valhalla.